Advertising's all around us when we're on the road, from company names on trucks to colorful bus-sized graphics. Now, Honolulu Mayor Kirk Caldwell wants to cash in, too.
"I never want to see a billboard in our state, but I do think there is a balance between a billboard and a sign," said Caldwell. "We see signs on trolleys and buses in Waikiki, on McDonald's trucks."
The mayor has proposed using three different sized ads ranging from a smaller one on the back of city buses to nearly 3-feet-by-12-feet on the sides, as a way to make money for the city.
Big bucks for these big ads.
"We could raise $2.5 to $7.5 million. This is significant money for us," said Caldwell.
Other major cities across the country already have bus ads, but some want to put the brakes on them here.
"Hawaii is special. Our natural beauty is irreplaceable," said Marti Townsend of The Outdoor Circle. "We don't just want to be another city. We want to be one that's different from all those others. The money we would make off advertising would not be worth what we could lose."
But, buses, trolleys and other vehicles used to carry people or good are already doing this type of advertising here.
"I think most of the transiting public will accept this as a reasonable tradeoff for an expansion of routes and services," said Director of Transportation Services Mike Formby.
"I think it's a terrible idea," said Honolulu resident Stuard Kamitaki. "I think it's ugly. Look like the mainland -- real cheap and all."
The mayor says the ads themselves would not be allowed to feature political candidates, offensive content or display prohibited products.
Some worry about the city adding more ads when it has trouble enforcing current regulations like those that restrict sandwich boards.
But, others are on board with the plan because the bottom line is it would boost the city's bottom line.
"It's a good way to promote the business and for the city to get money and restore the bus routes," said Honolulu resident Lawrence Gonsalves.
Next stop for the advertising bill -- a first reading at the City Council meeting on Dec. 11.